Jessica Jenkins, the store manager at Sterling Main Street, never fails to get a kick out of the look on someone’s face who is a newcomer to the store.

“You see the look in their eyes that says, ‘I didn’t think this is what I would find’” when coming in the door, she said with a chuckle.

It is the reaction that Jenkins hopes to see at Small Business Saturday. Local stores will have lots of specials and discounts to fulfill the 2017 slogan, “Shop Small.” The day, established in 2010, celebrates and supports small businesses and all they do for the community.

For 65 years, Sterling Main Street has been “doing” for the community. Supporting the community is a by-product of owning a small, local store. Small store owners are often the big supporters of local efforts, who plan events, “donate money, and their taxes help make our town a better place to live,” she said.

One of Sterling’s best attributes is developing relationships they have with each person coming in the door.

“It’s fun to take an individual under your wing and show them around,” she said. “Our customers receive good service and they come back; they’re really happy with us.

“One of our employees even drove one of the customers home (recently),” said Jenkins. “We get to know our customers; they are like family.”

You can’t beat that feeling that your community is, indeed, one extended family. So, said Linda Steinberg, who has worked for Twice Is Nice owner Sandy Bell for 15 years, a shopping experience is one that makes you feel good.

“You have a much better shopping experience” than at some of the larger retailers, or online, she said.

“It’s more personal, more casual … a more relaxed environment,” she added.

Vicki Trimble, owner of the Hardy Geranium, said no one can beat a small business for customer service, either.

“It’s a homier atmosphere that you don’t get at the big box stores,” she said. “We have quality items, some custom-made items. And we are people with experience, who are going to help you.”